When do you rebuild something?

When a product breaks, and I mean [...]]]> I have noticed a growing trend in the use of the word “rebuild”. The discouraging thing is that the word is being used incorrectly.

When do you rebuild something?

• It’s broken beyond repair
• It’s destroyed
• It’s a total rbuild and you’ve removed all of the existing structure

When a product breaks, and I mean really breaks, companies stop producing the product to fix it:

• Tylenol: http://en.wikipedia.org/wiki/Chicago_Tylenol_murders
• Maple Leaf Foods: http://en.wikipedia.org/wiki/Maple_Leaf_Foods

These two examples show how companies stopped, identified the problems, found solutions, retooled, and started again.

 We rebuild when the current design is no longer maintainable.

When does something evolve?

• It’s undergoing incremental change
• It’s experiencing a refresh
• A core process is slightly-modified

The evolution of an entity signifies that it is keeping pace with society.

I hear how governments and private companies are “rebuilding”. While if may be feasible to do this, it’s generally not practical. In order to rebuild, you must completely stop what you’re doing, break it down to its components, and then assemble again using new and recycled materials. That’s what rebuilding means. What most organizations do is evolve. They do it because it means that business may continue as smaller changes occur. Communicators must use the term evolve in their materials and not use rebuild… unless they mean it.

Cheers,

Andrew

1 – A website promoted a mobile app and they used a QR code on screen. I was able to hold my phone up the screen and scan the code – no need to type in a weird website address into my [...]]]> I have recently seen two examples of QR codes that actually worked well.

1 – A website promoted a mobile app and they used a QR code on screen. I was able to hold my phone up the screen and scan the code – no need to type in a weird website address into my phone. Awesome targeting of the market, in this case me, and applying technology to make my life easier.

2 – A real estate agent used a QR code on their window display to take me to a mobile version of their website. I could see all of the properties they were selling, plus other houses for sale in the area. The one thing that was missing was the “reason” to scan the code in the first place. I did it because I wanted to evaluate what they were using the code for… but the fact is that a person should never have to guess what the code will do.

There are two examples of QR codes done well. The key lessons:

• Make the code easy to scan
• Identify why you want me scan the code
• Make the result applicable to the destination device

Cheers,

Andrew

The ad uses two main characters that sound like hillbilly’s. I’m sure their nice [...]]]> It’s Saturday afternoon and I just heard an ad for Victory Ford in Chatham on the local rock station. The ad was promoting the high-end Lincoln model of vehicles, and normally I’d let something like this slide, but not today.

The ad uses two main characters that sound like hillbilly’s. I’m sure their nice people, but their trying to sell a vehicle that competes with brands such as BMW and Audi. I have to wonder what they were thinking choosing this setting.

The second question I have is around the production quality of the ad – it’s mediocre. For example, part way into the ad there is supposedly a voice mail left for them by an insurance agent (good partnership!). The problem is that the supposed voice mail does not sound like a voice mail. Excluding that the speaker sounds like they are reading directly from a script, the audio technician has not made the actual voice sound like it’s been played off of a voice mail.

Overall, the ad misses the mark. It might work if they were trying to sell a truck, but not a high-end luxury vehicle.

I hope they go back and retool the ad before they hurt the Lincoln brand any further.

If you have thoughts, twitter me: @andrewtompsett.

Cheers,

Andrew

I congratulate Coca-Cola for [...]]]> It is no surprise that the 2011 Coca-Cola ad – Reason to Believe – is award winning. In a world that is filled with cruel political ads, back-stabbing tv reality show ads, and mindless sugar-fluff-style ads, it’s refreshing to see that a brand can break the mold.

This ad is inspiring.

I congratulate Coca-Cola for investing thought, care, and passion into something that is more artwork than advertising. I realize that there are many reviews about this ad (I’ll list some at the bottom of this posting), but it has struck a cord in me and calls to my greater ethical sensibilities as both a communicator and a person.

Please take the 90 seconds to enjoy the following video:

Cheers,

Andrew

P.S. Did you click on the link above to check out the Reason to Believe website?

Other reviews:

• Coca Cola Are Back With A Beautiful New Feel Good Advert
• Are There Reasons To Believe In a Better World?

By spending time addressing how and why you [...]]]> Have you ever noticed that as things get busier, we instinctively allow ourselves to work harder and harder. The old adage “work smarter, not harder” may sound like the fools gold of time management, but in my opinion it is the only way to become more productive.

By spending time addressing how and why you do something, you will ultimately find ways to improve what you are doing – and save time!

Pick your best three-way
There is always 3 ways to accomplish the same outcome. Are you choosing the best way?

Pick your best option or you’re wasting your time.

There is a fourth way, so use it
As an addition to your three-ways, once you find the best way to do something, guaranteed there will be a fourth way to do it. Plus, 6 months from now there will be a fifth way.

Evolution of process happens because innovation never stops. If you stop evolving, you’re done.

So work hard, then stop and review what you’ve done, change (evolve), work hard again… repeat!

Cheers,

Andrew

Follow me for a moment on this principal: the cell phone and tablet are companion devices and must [...]]]> Tablets as useful tools are becoming a reality. Aside from developing useful apps – that’s a given - there are a few things that need to happen in order for the tablet to become the next “killer device”.

Follow me for a moment on this principal: the cell phone and tablet are companion devices and must be seen as one device. Here are a few features I want:

• They must share a data plan. Not two separate data plans, but one. Oh, and the tablet must contain it’s own cellular hardware so it does not have to use the phone connection.
• I want my phone to act as a mouse for the tablet (wired and/or wireless). Not a touchpad, but an actual mouse that I move.
• The apps must crossover seamlessly and work perfectly together. When I update an app on one device, the other device should automatically follow suit.
• The phone can display the tablet screen and vice-versa. If I’m in another room and want the tablet to do something – show me it’s screen on my phone.
• They must share storage space easily. Yes, they need independent storage, but that storage should work as one.
• In the future when the screens do not have a bordered edge, they should connect in such a fashion whereby the phone is useful as a natural tablet screen extension.
• There must also be power options that allows for “single use” functionality of each device. This means they can be just a camera, or mp3 player, or phone, or e-reader, etc. This will add hours to battery life and eliminate some user headaches as well.
• Phone and tablet screens must become tactile with physical feedback. I don’t need a real button, but I need the digital button to feel real.

Is it a a big wish list? No. These are the necessary additions for these devices to evolve to the next level. If you have suggestions – send me a message on Twitter.

Cheers,

Andrew

A plan can save countless [...]]]> As 2012 rolls into the middle of it’s first month, I find myself rigorously reviewing all of the strategies and processes that I employ in my professional, business, and personal life. Actually, I’ve been reviewing things for about a month now and am creating a very solid plan of action.

A plan can save countless hours, a good plan can save countless days, but a great plan makes us masters.

I see all too often people and organizations focused on the quick win and not looking for the BIG win. The BIG win is the coming together of planning, strategy, and execution.

Ok, this sounds nice, but what is the one take-away that you need to remember?
Make everything measurable and accountable to that measurement.

Examples:

• Want to meet more people – then decide how many each month.
• Want to exercise – then how long and how many days each week.
• Want to give back to the community – then how much time/$$$ every quarter.

The Big Secret
Not a lot of people plan to plan. If you set a goal of investing energy (say 2 hours a week) into your planning efforts, then you’ll be ahead of many of your colleagues.

So here they are, the two “must use” tips: plan to plan and measure your plans.

It’s easy, as long as you don’t mind working at it!

Cheers,

Andrew

Note: Kristin highly recommends that you ask these questions over the phone.

Top 8 Questions

What is MarketingProfs.com? It is an education resource for marketers. While the website offers many resources, in my opinion the best tool they feature is the live webinar education sessions. These sessions provide a wealth [...]]]> This blog posting is about an education tool that I call a “must have” in the communicators handbag of tricks.

What is MarketingProfs.com?
It is an education resource for marketers. While the website offers many resources, in my opinion the best tool they feature is the live webinar education sessions. These sessions provide a wealth of relevant and current information in a 1-hour format (1.5 hours if you stick around for the q’n’a).

What Resources are Available?

• Live webinar sessions. If you miss a session, they are all recorded and available to watch later
• Articles written by professionals
• Daily blog postings
• Case studies
• Guides and reports
• Conferences and seminars
• Research publications

There are other tools such as forums, networking resources, job postings, etc. For a complete list, just visit the website.

Who Should Use the Resources?
If you are in any ways involved in marketing, communications, or public relations this site is a must. It’s also for anyone who creates or edits content, makes presentations, interacts with clients/customers/people, and/or likes new media.

This resource is not for you if you don’t invest in your education, business, or communication skills. But we both know, that’s not you.

Let me just say for full disclosure that the nice people at MarketingProfs.com are NOT paying me to write about them. I’m writing because it’s really a great tool.

Why Go Pro?
While they do offer some free marketing resources, the best resources are in the pro section. I’m sure that pricing will change over time, but right now you can get a one-year membership for around $300. Even if you only attend two webinar sessions, it will more than pay for itself.

The Bottom Line
I’ve been a member since around 2006 and in that time I have accessed some fantastic content and resources. I do recommend this to my colleagues and peers and just recently mentioned that I enjoy downloading one of the many MP3 education sessions to listen to as I drive.

Here is what the developer says:

bxNewFolder adds a “New Folder” button to [...]]]> If you have ever been annoyed that Windows XP does not include a “New Folder” icon in the file management window (Windows 7 does), then you here is a very quick, easy and free solution. I’m using it and it works great.

Here is what the developer says:

bxNewFolder adds a “New Folder” button to the toolbar of Windows Explorer. It also provides a hotkey (F12) to create a new folder within the Explorer quickly.

Download the plugin from their website:

• http://www.baxbex.com/products.html

For more information, here is the reference site where I found this information:

• How-To Geek

Additional Notes:

It’s very easy to install. I did have to let my antivirus know that it was a trusted application, but this was a matter of a single click.